At a recent trade event in Bangkok, Vietnamese companies gained valuable insight into the complexities of expanding into overseas markets, underscoring that initial agreements with foreign buyers are only a starting point. The Vietnamese Week 2026 event highlighted the need for businesses to navigate local consumer demands, meet stringent quality and packaging standards, invest in marketing strategies, and establish dependable distribution networks to succeed internationally.

Thailand’s geographic proximity and robust retail infrastructure make it both an accessible and challenging market for Vietnamese exporters. For many companies, the experience in Thailand serves as a preparatory stage for entering more distant markets such as Europe and the United States.

Paul Le, vice-president of VN Trade Promotion at Central Retail in Vietnam, noted a significant shift in Vietnamese exports over recent years. Vietnamese firms are moving away from primarily exporting raw materials toward offering finished products with improved packaging, branding, and marketing efforts. Central Retail has played a role in facilitating access to markets beyond Thailand, including the Czech Republic and the United States. Le emphasized that securing a buyer is only the initial step; businesses must actively promote their products to ensure visibility and consumer appeal among a crowded marketplace. Success also requires understanding pricing dynamics, local tastes, and seasonal occasions to optimize product launches.

Vietnamese provinces are applying these lessons to enhance their export strategies. Nguyen Thanh Phong, vice-chairman of the People’s Committee of An Giang Province, acknowledged that despite the region’s strong agricultural output, most products remain confined to the domestic market with limited participation in international supply chains, especially those tied to major retail groups. An Giang aims to strengthen collaboration with global retailers like Central Retail to help local farmers and enterprises meet international standards, scale production, and develop effective sales plans. Phong stressed that market demand, rather than the availability of local products, should guide export efforts.

Similarly, Da Nang city approached its showcase at the event with attention to quality and buyer preferences, selecting offerings such as Ngoc Linh ginseng, coffee, and instant Mi Quang noodles that meet Thailand’s strict requirements. The city has implemented support measures focused on packaging improvements and trade promotion to help local businesses penetrate both domestic and international markets.

Officials pointed to well-known Vietnamese products such as Phu Quoc fish sauce as examples showing that brand recognition alone does not guarantee success in modern retail environments without compliance with quality and regulatory demands.

The experience underlines a broader challenge for Vietnam’s exporters: transitioning from producing based on domestic capabilities to tailoring goods according to the expectations of foreign consumers. This trend was evident during the event, where Central Retail observed notable advancements in product presentation and branding, moving away from basic agricultural commodities toward higher-value finished items. Rising consumer and importer demands emphasize food safety, traceability, packaging quality, and environmental standards.

Vo Hong Anh, deputy director of the Industry and Trade Ministry’s Department of Foreign Market Development and Multilateral Trade, highlighted opportunities for Vietnamese companies to collaborate with Thai partners in areas such as processing, logistics, packaging, and distribution. Such cooperation could help elevate product value and compliance with international regulations.

Thailand remains a critical export destination for Vietnam, with bilateral trade reaching a record US$22.1 billion in 2025 and a target of US$25 billion set for 2026. Thailand stands as Vietnam’s largest trading partner within ASEAN, while Vietnam is Thailand’s second-largest partner. The close proximity of the two countries also provides logistical advantages over more distant markets like Europe and the United States, where longer transit times and higher transportation costs pose additional challenges.